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10 Effective Paid Marketing Strategies for B2B Tech Companies

Jovan February 13, 2023

Let us guess: you are a B2B tech founder or marketing lead, and you are looking to scale your paid marketing campaigns performance. How can you take your B2B startup to the next level? 

Have you already tried to run paid advertising campaigns for your B2B SaaS business but had no success? Perhaps you went by false assumptions and launched campaigns on ad networks that aren’t meant for a B2B audience, such as TikTok, Pinterest, or Instagram. Or you simply didn’t fully understand how paid marketing ads, metrics, and different ad network options work.

In this post, we’ll share with you the 10 best paid marketing strategies suitable for SaaS and B2B tech businesses that will help you grow your customer base fast! 

However, if your business could use some extra help, you can always hire a SaaS PPC Agency to improve your strategy and kickstart your company’s success.

Until then, let’s get started with what you can do first.


1. Focus on Ad networks Strictly For B2B Tech

Whether you’re aware of it or not, paid search marketing has massive potential for B2B tech companies, although this type of advertising comes with its own set of challenges. One problem is that the B2B audience is much smaller and more demanding than the B2C audience.

This means that there are fewer searches and more competition. But you also have an advantage: unlike social media, where customers react on impulse, you are targeting an audience that is proactive in its search for solutions and products. However, the challenge is to stand out among the other options your B2B audience is considering.


2. Create Lead Generation With Specific Targeting

When you think about the best social media platforms for B2B advertising, they include Google ads, Microsoft ads or Bing, Gartner network (including Capterra, Getapp, and SoftwareAdice,) LinkedIn, Facebook, G2, Taboola, and Outbrain. However, keep in mind that catering to individuals on these networks includes knowing the demographics of your targeted audience.


3. Implement Video Ads

Video content is one of the most powerful and effective marketing tools today. It can clearly show your product or service, which is why it’s perfect for paid marketing strategies. 

Videos are eye-catching and fairly simple to create if you have a smartphone or a camera at hand. The best result is achieved with videos up to one minute in length, and they can be used on Facebook, LinkedIn, and YouTube.


4. Target B2B Behaviors And Demographics On Social Media

PPC advertising will allow you to improve the performance of paid ads if you do the following:

  • You should determine specific themes and sub-themes for different ad groups and implement several closely related keywords. This way, it will be easier to optimize the performance during the campaign.
  • Use the negative keyword technique to your advantage, and ensure your ad campaign doesn’t get displayed to users that are not interested in it. If you apply a robust list with negative keywords, this will reduce any irrelevant traffic and save you money.
  • You can use keyword match types to manage which Google searches will result in an advertisement. It is shown to a large audience using broad matching and broad match modifiers. However, if you want to use particular keywords and phrases to get the advertisement in front of consumers, it’s best to use Phrase and Exact matching.
  • Keep an eye on and improve search impression share (SIS) because a high SIS signals to Google that an advertiser’s online advertising is more relevant and of higher quality. It is based on targeting, approval status, budget, bids, and quality score.

4. Create Lookalike Audiences 

If you want a significant advantage over the competition, you should target groups you can identify as lookalike audiences. It’s a great way to reach new people based on their similarities to your current consumers, which ensures that they might be interested in the offer.

You can identify them by several factors, including your existing customer list, specialized events, and website behavior.

Creating lookalike audiences using MQL and SQL leads can be a very effective method. 


5. Segment Your Remarketing Audiences 

You can significantly improve your marketing campaign’s overall performance if you segment your target audience correctly. Multi-layered targeting is very fruitful, and you should use cross-reference demographic and target segments, along with behavioral, geographic, and psychographic data.


By doing this, you can find the less obvious parts and send the right message to the right people at the right time.


Remarketing audiences segmentation tips: 

  • Low intent – all website visitors, blog visitors 
  • Medium intent – sign-up page visitors, pricing page visitors, multiple page visitors
  • High intent – free trial sign ups, product qualified leads, marketing qualified leads 

Remarketing advertising tip: 

  • Tailor your ad message, landing page and offer by intent phase.

6. Improve Your Landing Page Experience 

The vast majority of the pay-per-click marketers underestimates the importance of the post-click optimization. If you want to improve the probability of having a successful paid marketing campaign, you should have a landing page that is completely optimized for conversion. This means incorporating several things. Use relevant keywords and a strong, well-written call to action to get the most out of your work and ensure people can easily find their way around your website.


7. Pay Attention to Your CTA

An official term for “directing individuals to do what you desire them to do” is a call to action or CTA. And it’s crucial to have your CTA work for you rather than against you in pay-per-click (PPC) advertising on social media and search.

Pay attention to it if you want to generate more leads and gain a steady inflow of new customers. It can prove to be the most crucial factor for generating new leads.


8. Offer a Free Trial or Free Account Instead of Booking a Demo or Purchase

Giving new customers free trials is the best way to help them understand what a product is worth and “de-risk” their purchase. They will provide customers with a first look at a product and demonstrate how it can address their issues.

A free trial demands a lot of setup and configuration effort from the consumer. But the best thing about it is that it gives them an excellent introduction to the product and allows them open access to the information they need to decide whether to buy.


9. Understand SaaS Metrics

Understanding the key customer acquisition metrics that will impact your PPC campaigns is essential. 

Here are some of the things to keep in mind:

  • Cost per click (CPC): How much you’ll pay for each click on your ad. The CPC will be determined by the competitiveness of your keywords and how well your ad performs.
  • Click-through rate (CTR): It represents the percentage of people who click on your ad after seeing it. A high CTR means that your ad is relevant and effective.
  • Conversion rate: This is the percentage of people who take the desired action after clicking on your ad. A high conversion rate means that your ad is effective at driving conversions.
  • Cost per acquisition (CPA): The amount you’ll pay for each customer acquired through your PPC campaign. Your CPC, CTR, and conversion rate will determine the CPA.


10. Be Aware Of Attribution And Decision-Making Processes

It is also essential to understand the role that attribution and decision-making play in the execution of a successful campaign. By understanding how these processes work, you’ll be able to allocate resources more effectively and make decisions that will improve your chances of success.

The first step in any attribution process is identifying the campaign’s goals. 

Once you know the goals, you can begin identifying the key performance indicators (KPIs) that will help you measure success. Then, you can start tracking your campaign’s progress and make changes as needed.

Finally, it’s important to remember that attribution doesn’t happen in a vacuum. You need to consider your campaign’s different channels, like search, display, social media, and email.